Moonpig has sharpened its marketing execution and customer data capabilities through a focused transformation delivered in partnership with Acuity RM. The initiative centres on restructuring how customer information is managed and activated, with clear implications for marketing efficiency, operational resilience and long term scalability.
Operating in a seasonal, digitally driven retail category, Moonpig depends on timely and relevant customer engagement to capture demand around key calendar events. Prior to the transformation, fragmented systems and inconsistent data handling limited the company’s ability to develop a single, reliable customer view. This reduced agility in campaign execution and created operational friction, particularly during peak trading periods when precision and speed are critical.
Working with Acuity RM, Moonpig undertook a comprehensive redesign of its customer relationship management framework. The project focused on consolidating data sources, improving governance standards and embedding structured processes that enable more consistent and responsive campaign delivery. Rather than simply layering new technology onto existing systems, the company addressed underlying workflow and organisational issues that had previously constrained performance.
The result is a more unified and accessible customer dataset, allowing marketing teams to segment audiences with greater accuracy and automate communications based on clear behavioural signals.
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